The Communications Process Fields of Experience Source Sender

The Communications Process Fields of Experience Source / Sender Encoding Channel MESSAGE Decoding Noise Response Feedback Loop Receiver / Audience

Human Communicators Verbal n n n Vocabulary Grammar Inflection Nonverbal n n n Gestures Facial expression Body language

Product Movie: Bring it On

Source • the sender of a message. • Universal Studios

Encoding • converting a message into symbols. • preparation of an ad

Message Channel • the medium that carries a message. • television ad

Receiver • the intended recipient of a message. • television viewers in a specific target market

Decoding • converting the symbols back into concepts. • watching the television ad

Noise • something that interferes with the communications process. • mom’s babbling during the commercial.

Feedback • the receiver’s response to the message. • Kelly talks some guy into taking her to Bring It On.

Models of Obtaining Feedback Effectiveness Test Persuasion Process Circulation reach, ratings Exposure, presentation Starch scores, direct observation Attention Interpretation, objective tests Comprehension Attitude scales, purchase intent scales Persuasion Recall, recognition over time Retention/memory Inventory, POP, consumer panel Purchase behavior

Traditional Response Hierarchy Models Learn Feel (awareness/knowledge) (like/dislike) Do (action) Which comes first?

Low Involvement High Involvement Foote, Cone & Belding Grid Thinking Feeling 1 2 Informative Affective Thinker The Feeler 3 4 Habit Formation Self. Satisfaction The Doer The Reactor

Foote, Cone & Belding Grid Thinking 1 Informative High Involvement The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic? ) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration Saturn Ad

Foote, Cone & Belding Grid Feeling 2 Affective High Involvement The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological? ) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact Victoria’s Secret Ad

Foote, Cone & Belding Grid Thinking 3 Habit formation Low Involvement The Doer Food-household items Model: Do-learn-feel (responsive? ) Possible implications Test: Sales Media: Small space ads 10 -second ID’s Radio; Point of Sale Creative: Reminder Trident Ad

Foote, Cone & Belding Grid Feeling 4 Self-satisfaction Low Involvement The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social? ) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention

Communications: 3 Influences Source Factors Message Factors n n Message Structure Message Appeal Channel Factors

Source Attributes and Receiver Processing Modes Source attribute Process Power Compliance Attractiveness Identification Credibility Internalization

Source Power Stems from: n n n Perceived control Perceived concern Perceived scrutiny

Source Attractiveness Similarity n Resemblance between the source and recipient of the message Familiarity n Knowledge of the source through repeated or prolonged exposure Likability n Affection for the source resulting from physical appearance, behavior, or other personal traits The “Q Score”: Marketing Evaluations, Inc.

Source Credibility The extend to which the source is seen as having: Knowledge n Skill n Expertise And the information is seen to be: Trustworthy n Unbiased n Objective n Trustworthiness

The Use of Celebrities Endorsements n The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product. Testimonials n The celebrity, usually an expert with experience with the product, attests to its value and worth. Placements n The brand is "placed" in a movie or TV show where it's seen by the audience and used or associated with the characters.

The Use of Celebrities Dramatizations n Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods. Representatives n The celebrity agrees to become a spokesperson for the brand through multiple media over an extended time period. Identification n The celebrity, usually in partnership with a producer, introduces his or her own brand using the celebrity name as the brand name.

Meaning Movement and the Endorsement Process Objects Persons Context Role 1 Celebrity Product Consumer Role 2 Role 3 Stage 1 Stage 2 Stage 3

Message Factors Message Structure n n n Central vs. Peripheral cues Order of presentation Conclusion drawing Message sidedness Refutation Verbal versus visual

The Elaboration Likelihood Model Exposure to marketing message High involvement with product, message or decision Low involvement with product, message or decision Strong attention focused on central, product-related features and factual information Limited attention focused on peripheral, nonproduct features and feelings Conscious thoughts about product attributes and use outcomes; high elaboration Low or nonconscious information processing; little or no elaboration Enduring attitude change Ad Ab Intentions Attitude change through affective route. It is not enduring.

Recall Message Recall and Presentation Order Beginning Middle End

Message Factors Message Appeals n n n Comparative Fear appeals Humor

Fear Appeals and Message Acceptance Rejection Acceptance Facilitating effects Resultant nonmonotonic curve Level of fear Inhibiting effects

Use of Humor Aids attention and awareness n n n May harm complex copy recall and comprehension May aid name and simple copy registration May aid retention, if humor related to brand benefits Effects on persuasion n n May aid persuasion to switch brands Creates positive mood, enhancing persuasion Does not aid source credibility Is not effective in bringing about action, sales

Channel Factors Alternative mass media Context and environment Clutter Personal vs. non-personal media

Do they have what it takes…? Jenny Craig ad 007 Trailer Arizona Dept of Health ad EDS ad Pepsi ad Allegra ad